GambleAware warns safer gambling adverts may backfire

Recent research commissioned by GambleAware has highlighted concerning trends in industry-produced safer gambling adverts, revealing that, in some cases, these campaigns may unintentionally encourage gambling rather than mitigate harm. The study underscores the need for stricter oversight, evidence-based messaging, and clearer government guidelines to protect vulnerable populations.

Study overview and methodology

The study was conducted by Thinks Insight & Strategy, in collaboration with academic experts, including Professor Elliot Ludvig. Its primary aim was to assess the effectiveness of video adverts produced by gambling operators under current “safer gambling” initiatives. These initiatives are generally aimed at promoting responsible gambling and minimizing potential harm.

Researchers employed a combination of experimental testing and audience analysis to evaluate how viewers perceived the adverts. Participants were exposed to multiple operator-produced campaigns, with researchers measuring changes in gambling attitudes, intentions, and behaviours following exposure. The study also examined demographic variations, focusing on age and prior gambling experiences.

Key findings on industry campaigns

The research revealed a troubling trend: several of the adverts intended to promote safer gambling inadvertently reinforced the perception that gambling is a harmless form of entertainment. Almost half (45%) of viewers reported that one particular advert suggested gambling was “harmless fun.”

The effect was particularly pronounced among younger adults and individuals with existing gambling issues. Participants aged 18–34 were more than three times as likely as those aged 55 and older to engage with gambling content during the experiment. This suggests that certain segments of the population may be at increased risk of harm from industry messaging that fails to highlight real risks.

Moreover, while gambling operators are required to dedicate 20% of their digital and broadcast advertising budgets to safer gambling messages, the research suggests that the current approach may not be producing the desired protective effect.

Comparison with public health messaging

The research compared adverts created by gambling operators with a GambleAware video aimed at lowering the stigma associated with gambling-related harm. The public health-focused advert demonstrated measurable success in reducing gambling intentions among viewers. Researchers concluded that messaging from independent organizations with a health-focused agenda may be more effective than industry-led campaigns.

Professor Ludvig emphasized: “The study suggests that some safer gambling videos from gambling operators have a backfire effect, encouraging gambling and having the opposite effect to their intended purpose of helping people control how much they gamble.”

This insight reinforces concerns that the gambling industry may not always be the most reliable source for protective messaging, particularly when profit motives could conflict with harm-reduction objectives.

Calls for regulatory action

Following the study’s results, GambleAware urged the government to establish guidelines that make safer gambling campaigns truly effective in protecting players. The organization is advocating for stronger monitoring, mandatory health warnings, and consistent standards across all forms of gambling advertising.

Alexia Clifford, Chief Commercial Officer at GambleAware, stated: “It’s unacceptable that adverts claiming to help people reduce their risk of harm are encouraging people to gamble more instead.”

The report reflects GambleAware’s long-standing calls for a coherent regulatory framework governing gambling advertising. The organization also stresses the importance of mandatory signposting to support services, which can guide individuals toward help if gambling begins to cause harm.

Implications for vulnerable populations

The study raises significant concerns about the potential impact of ineffective safer gambling messaging on vulnerable groups. Younger audiences, in particular, appear susceptible to adverts portraying gambling as lighthearted entertainment. The research suggests that even subtle cues within messaging—such as tone, visuals, and language—can normalize gambling behaviours and create a false sense of security.

Those already experiencing gambling harms are another high-risk group. Exposure to adverts that downplay risks may exacerbate existing problems, increasing both the frequency and intensity of gambling. These findings highlight the importance of targeted messaging that is both accurate and protective, rather than promotional.

Future directions for safer gambling campaigns

Experts suggest that the development of effective safer gambling campaigns requires a shift away from industry-led messaging and towards independent, evidence-based strategies. This could involve:

• Rigorous testing of adverts for unintended effects before public release.
• Greater collaboration between public health authorities and academic researchers.
• Tailored messaging for specific demographic groups, particularly younger adults.
• Clear, visible signposting to support services in all advertising.

GambleAware emphasizes that while industry operators play a role in promoting responsible gambling, independent oversight and guidance are essential to ensure that messages are genuinely protective rather than inadvertently encouraging further gambling.

The transition of GambleAware services

This research comes amid preparations for a managed closure of GambleAware in March 2026. Responsibility for commissioning gambling harm services will transfer to public bodies across the UK. This transition underscores the urgency of implementing robust regulatory and monitoring frameworks for safer gambling messaging. It also highlights the importance of evidence-based strategies to guide the newly responsible public agencies.

The upcoming transfer of responsibilities provides an opportunity to establish consistent standards across the gambling sector, ensuring that campaigns are evaluated on their effectiveness in reducing harm, rather than serving as promotional tools for operators.

Broader industry and policy implications

The findings of this study have significant implications for policymakers, regulators, and gambling operators alike. They underscore the need for:

• Clear regulatory guidance on the content and presentation of safer gambling adverts.
• Mandatory monitoring and reporting of advertising impact on gambling behaviours.
• Greater accountability for gambling operators to ensure harm-reduction objectives are met.

By emphasizing the risks of current industry practices, the study provides a strong argument for adopting public health-led approaches to gambling messaging, moving away from campaigns that may inadvertently increase risk.

Conclusion

The GambleAware study serves as a critical reminder that not all safer gambling campaigns are inherently effective. While intended to protect consumers, certain industry-produced adverts may unintentionally promote gambling, particularly among younger audiences and those already experiencing harm.

Independent research and public health-driven campaigns appear to have greater success in reducing gambling intentions, highlighting the need for oversight, government guidelines, and evidence-based approaches. As GambleAware prepares for its eventual closure and the transfer of responsibilities to public agencies, these findings will be instrumental in shaping the future of safer gambling policy and public messaging.

The study reinforces the importance of developing campaigns that are not only legally compliant but also genuinely protective, promoting informed decision-making and minimizing the risk of harm across all segments of the population.

FAQs

What is the main finding of the GambleAware study?
The study found that some industry-produced safer gambling adverts may inadvertently increase gambling behaviour, particularly among younger audiences and at-risk groups.

Who conducted the research?
The research was conducted by Thinks Insight & Strategy with academic input from Professor Elliot Ludvig.

What age group is most affected by industry adverts?
Participants aged 18–34 were most affected, showing a higher likelihood of engaging with gambling adverts than older adults.

How much of advertising budgets must operators spend on safer gambling messaging?
Gambling operators are expected to allocate 20% of their digital and broadcast advertising budgets to safer gambling messaging.

Do public health campaigns work better than operator-led campaigns?
Yes, GambleAware-produced campaigns designed with a public health focus were found to reduce gambling intentions, suggesting independent messaging is more effective.

What has GambleAware recommended to address the issue?
GambleAware has called for government-led guidelines, stronger monitoring, mandatory health warnings, and consistent regulatory frameworks.

What role do operators play in safer gambling?
Operators contribute to safer gambling efforts, but independent oversight is necessary to ensure campaigns are genuinely protective.

When will GambleAware transfer responsibility for gambling harm services?
GambleAware plans a managed closure in March 2026, after which public bodies across the UK will assume responsibility.

Why might some adverts have a backfire effect?
Some adverts portray gambling as harmless fun or entertainment, creating a false sense of security, particularly among younger viewers or those already at risk.

How can future campaigns be more effective?
Future campaigns should be evidence-based, independently produced, tested for unintended effects, include clear signposting to support services, and target vulnerable demographic groups.